Tone of Voice
Tone of Voice Guide
Descriptor Copy Guidance
Brand Language
| Descriptor | Copy Options | Character Count |
|---|---|---|
| Brand Promise | The streaming service that is full of life. Enter a world that is full of life. We are full of life. Sometimes glorious. Often messy. Always unpredictable. We are full of life in all its wonderful, gritty, unpredictable glory. | 43 35 75 70 |
| Point of Difference | Enter a world of people-powered stories. We tell extraordinary stories that reflect the power and possibilities of being human. | 40 86 |
Product Language
| Descriptor | Copy | Character Count | Descriptor Space / Notes |
|---|---|---|---|
| Top-line Tag | Something for Everyone | 22 | If you only have space to say one thing, say this top-line tag! |
| Secondary Tag | Surprising human stories. Eye-opening documentaries. Bold Originals. | 67 | If you have space for 2 lines, add this secondary tag! |
| Extended Product Descriptor | discovery+ is the streaming home of Food, Home, Relationships, True Crime, Paranormal* and SO much more. | 104 | If you have space for 3 lines, add this extended descriptor! *Maximum 5-6 genres which should directly match your local market’s Genre Train |
| Price Promotion | Plans start from XX.XX/month. | 29 | Always include the offer! |
Visit the Static – In-App for example US product language in situ.